Module 5 - Persuasion Flashcards
the central route of persuasion
favourable thinking results from the presentation of systematic arguments endorsing something
peripheral route of persuasion
they appeal to emotions and feelings
4 elements of persuasion
communicator, a message content, how a message is communicated, audience
communicator
personality characteristics that may enhance their degree of persuasion
message content
reasoning and logic or emotion
how a message is communicated?
effectiveness of the mode of the message
audience
people with a moderate level of self-esteem seem to be most susceptible to persuasion
what is cult indoctrination?
it is the notion that attitudes tend to follow behaviour
the sleeper effect
the persuasiveness of a message delivered by a credible source may fade over time as we forget the source.
the recency effect
this occurs when enough time separates the two messages and when the audience has to respond
two-step flow of communication
- messages from the media are adopted by opinion leaders and then transmitted to others where they might be influenced.
- difficult messages are better transmitted via a written format while easy messages better with video.
what is a cult?
a new religious movement
foot-in-the-door phenomenon
people initially agree with small invitations and later comply with larger ones
Group effects
people become preoccupied with group rituals and social interactions
attitude inoculation
weak attacks to our attitudes lead us to consider various counter arguments.
